The B2B Sales NPUA Laboratory was established within the framework of the Erasmus+ Capacity Building in Higher Education project "Learn – Innovate – Sell – Succeed (LISS24)." The laboratory was officially presented during an Open Eyes Event, attended by members of the academic community, business representatives, and international partners.
The LISS24 project is coordinated by Turku University of Applied Sciences (Finland) and brings together higher education institutions from Spain, Austria, Sweden, Georgia, Armenia, and Finland. In Armenia, the project is coordinated by the National Polytechnic University of Armenia (NPUA).
Welcoming the participants and emphasizing the importance of establishing the B2B Sales NPUA Laboratory, Elbak Elbakyan, Vice-Rector for Pre-University Education at NPUA, noted that today's engineers should not only be capable of developing technological solutions but should also understand the principles of market commercialization and B2B sales.
"It is important for us that graduates understand how their products reach businesses, how they should be presented, and what steps are necessary to ensure an effective sales process. In this context, artificial intelligence also plays a significant role, as it is already transforming approaches to B2B sales and business communication," said Elbak Elbakyan.
The laboratory provides an opportunity to simulate sales negotiations, study customer behavior, analyze communication effectiveness, and utilize technologies capable of recording and analyzing human emotional responses.
The laboratory equipment enables the monitoring of changes in attention, stress, engagement, and emotional reactions, offering valuable insights for research in sales psychology and business communication.
Ruben Aghgashyan, Armenian Coordinator of the Erasmus+ LISS24 Project and Head of the Center for Digital Technologies, stated:
"This event was the first opportunity to introduce the laboratory's capabilities to a broader audience. We believe it should serve not only students but also the business community by becoming a platform for collaboration and knowledge exchange. The laboratory is built around three key pillars: education, research, and business. Here, students, faculty members, and company representatives can jointly study sales processes, develop new approaches, and apply them in real-world environments. In today's technology-driven world, success depends not only on creating an excellent product but also on the ability to present and sell it effectively, where highly qualified B2B sales professionals play a crucial role."
The laboratory demonstration was led by Arthur Zaprosyan, Head of the NPUA Center for Continuing Education. The first live demonstration featured renowned psychologist Professor Ruben Aghuzumtsyan as a volunteer participant, showcasing the system's capabilities and the mechanisms used to analyze emotional responses.
The newly established B2B Sales NPUA Laboratory is expected to become an important platform for cooperation between the university and the business sector by supporting joint research, professional training, sales skills development, and the creation of innovative solutions. At the same time, it will enable students to transform theoretical knowledge into practical competencies and enter the modern labor market better prepared.
The event was attended by partners from Georgia, as well as representatives of the National University of Architecture and Construction of Armenia and the Armenian National Agrarian University, both participating institutions in the LISS24 project.
The laboratory operates as part of the NPUA Center for Continuing Education.